Role of Social Media Advertising to Influence Student’s Purchase of Electronic Products
Chapter One
Objective of the study
The primary objective of this research is to comprehensively investigate the influence of social media advertising on students’ purchasing decisions for electronic products. The study aims to achieve the following specific objectives:
- To assess students’ perceptions of the effectiveness of social media advertising in promoting electronic products, considering factors such as relevance, engagement, and impact on purchase decisions.
- To investigate how the personalized and targeted nature of social media advertising impacts students’ attitudes and intentions towards purchasing electronic products.
- To determine the extent to which social proof, including endorsements from peers and interactions such as likes and comments, influences students’ purchase intentions and decisions regarding electronic products.
- To determine the effectiveness of influencer marketing in shaping students’ perceptions and behaviors related to electronic product purchases
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
HISTORY OF SOCIAL MEDIA
Throughout human history, technologies have been developed that make it easier for communication with each other” (Carton, 2009). Social media as a phenomenon has transformed the relationship and communication of people across the globe. However, social media is not a new concept. The year, 2000 saw the emergence of many social networking sites to ease and even enhance communication between people who share common interest. This development also affected how businesses conducted their transactions and advertisements. Social networks have evolved over the years to the modern-day variety which uses digital media. In addition, it didn’t start with the computer but instead the telephone. During the 1960s, the world saw the advent of email (Borders, 2010). However, the internet was not available to the public until 1991. Email was originally a method to exchange messages from one computer to another, but both computers had to be online. Today, email servers will accept and store messages which allow recipients to access the email at their convenience which was not the case in some many years ago. In 1969, ARPANET was developed. ARPANET was an “early network of time-sharing computers that formed the basis of the internet.” CompuServe, the third development of the 1960s, was also created in 1969 with a mission to provide timesharing services by renting time on its computers. With very high fees, this service was too expensive for many (Rimskii, 2011; Ritholz, 2010). Social media was further developed during the 1970s. Multi-User Dimension (MUD) was a real-time virtual world with role-playing games, interactive fiction, and online chat. MUD was primarily text based and required users to type commands using a natural language instead of the computer language of zeros and ones. Bulletin 10 Board System (BBS) was created in 1978, the same year as MUD. Users log in to the system to upload and download software, read news, or exchange messages with others. In the early years, bulletin boards were accessed via a modem through a telephone line by one person at a time. Early on, bulletin boards did not have color or graphics as they were the predecessors of the World Wide Web. Conceived in 1979 and established in 1980, the Usenet is similar to a BBS. Usenet is a system to post articles or news. The difference from a BBS is that Usenet does not have a central server or devoted administrator—messages are forwarded to various servers via news feeds (Ritholz, 2010). In addition, blogging services such as Blogger and Epinions were created. Epinions is a site where consumers can read or create reviews of products. ThirdVoice and Napster were two software applications created in the 90s that have since been removed from the market. ThirdVoice was a free plug-in that allowed users to post comments on webpages. Opponents of the software argued that comments were often vulgar or slanderous. Napster was a software application that allowed peer-to-peer file sharing. Users were allowed to share music files bypassing normal distribution methods, which in the end was determined to be a violation of copyright laws (Ritholz, 2010). In 2000 social media received a great boost with the advent of many social networking sites. This development highly transformed the interaction between individuals and organizations who share common interests based on social networking. Among those that were launched included LunarStorm, Six Degrees, Cyworld, Ryze, and Wikipedia. In 2001, Fotolog, sky blog and Friendster were launched, and in 2003, MySpace, LinkedIn, lastFM, tribe.net, Hi5 and many others. In 2004, popular names like Facebook Harvard, Dogster and Mixi evolved. During 2005, 11 big names like Yahoo!360, YouTube, Cyword, and Black planet all emerged (Junco, Heibergert, & Loken, 2011).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine role of social media advertising to influence students purchase of electronic products. Students of University of Uyo forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain role of social media advertising to influence students purchase of electronic products. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing role of social media advertising to influence students purchase of electronic products
Summary
This study was on role of social media advertising to influence students purchase of electronic products. Three objectives were raised which included; To assess students’ perceptions of the effectiveness of social media advertising in promoting electronic products, considering factors such as relevance, engagement, and impact on purchase decisions, to investigate how the personalized and targeted nature of social media advertising impacts students’ attitudes and intentions towards purchasing electronic products, to determine the extent to which social proof, including endorsements from peers and interactions such as likes and comments, influences students’ purchase intentions and decisions regarding electronic products and to determine the effectiveness of influencer marketing in shaping students’ perceptions and behaviors related to electronic product purchases.. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from students of University of Uyo. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In the rapidly evolving landscape of digital marketing and consumer behavior, this study delved into the multifaceted relationship between social media advertising and students’ purchasing decisions for electronic products. The investigation uncovered numerous insights into how social media advertising influences attitudes, intentions, and behaviors in the context of student consumers.
Throughout the research, it became evident that social media advertising has a profound impact on students’ perceptions and actions. The personalized and targeted nature of these advertisements engages students in unique ways, creating a sense of relevance and connection with electronic products. Social proof and peer interactions amplify the influence of advertising, as students often look to their peers for cues on what to purchase. Moreover, the study demonstrated the pivotal role of content formats, showcasing how videos, interactive stories, and influencer endorsements can sway students’ choices.
However, it is essential to acknowledge the limitations of this study. Sample bias, cross-platform variability, and the dynamic nature of digital landscapes may temper the generalizability of findings. The challenge of establishing causality and potential ethical considerations further shape the boundaries of the study.
Nonetheless, the significance of this research cannot be understated. The study’s contributions to marketers, educators, policymakers, and consumers are substantial. It equips marketers with insights to refine strategies, offers educators material for media literacy education, and guides policymakers in developing regulations that safeguard vulnerable student populations. For consumers, this research empowers informed decision-making in the face of persuasive advertising tactics.
As the digital realm continues to evolve, the conclusions drawn from this study serve as a foundation for ongoing exploration. The symbiotic relationship between social media advertising and student purchasing decisions remains dynamic, constantly influenced by technological advancements, shifting consumer behaviors, and evolving marketing strategies. Therefore, this study not only provides valuable insights for the present but also sets the stage for continued research and adaptation in the face of a rapidly changing digital landscape.
Recommendation
Based on the findings and implications drawn from this study regarding the influence of social media advertising on students’ purchasing decisions for electronic products, several recommendations emerge for marketers, educators, policymakers, and future researchers:
For Marketers and Advertisers:
- Segmentation and Personalization: Utilize the personalized and targeted capabilities of social media platforms to tailor advertisements to students’ preferences and behaviors. Implement segmentation strategies that consider factors such as demographics, interests, and online behaviors.
- Leverage Social Proof: Incorporate social proof elements, such as endorsements and peer interactions, to enhance the credibility of advertisements. Showcase real user experiences to foster a sense of authenticity and peer validation.
- Explore Diverse Content Formats: Experiment with a variety of content formats, including videos, interactive stories, and influencer collaborations, to engage students effectively. Adapt content to align with the platform’s native features and audience preferences.
- Ethical and Transparent Practices: Prioritize transparency in advertising practices, clearly labeling advertisements and sponsored content. Uphold ethical standards in all campaigns to maintain credibility and build long-term trust with student consumers.
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